Binggrae participates in ‘SIAL Paris 2024’ to target the European market with ‘vegetable melona’ < Distribution < Text of article

Binggrae announced on the 18th that it will participate in ‘SIAL Paris (Paris International Food Fair) 2024’ to target the European market for ‘vegetable melona’.

Binggrae will set up a promotional booth at the Paris International Food Fair held in Paris, France from the 19th to the 23rd local time. We plan to introduce Binggrae to global industry officials and consumers visiting the expo and promote the brand through sampling of vegetable melona products.

‘SIAL Paris’ is considered one of the world’s top three food fairs, along with ANUGA (Cologne Food Fair in Germany) and FOODEX (Tokyo Food Fair in Japan). In particular, this year, in celebration of the 60th anniversary of the expo, it will be held on the largest scale ever, with over 7,500 companies from 130 countries around the world participating and approximately 400,000 products on display.

Vegetable Melona is an export-only product that embodies the taste of traditional Melona by excluding all dairy ingredients and replacing it with plant-based ingredients. In order to overcome the high non-tariff barriers applied to imported dairy products in Europe, after many years of mixing and experimenting with various plant-based ingredients, we succeeded in developing a plant-based product that preserves the unique texture and flavor of Merona, excluding dairy ingredients.

Last year, we began exporting vegetable melona mainly to Europe, including the Netherlands, Germany, the UK, and France. Since May of this year, it has been sold in Albert Hejin, a major mainstream distribution channel in the Netherlands, as well as Tang Freres in France, Go Asia in Germany, and Amazing Oriental in the Netherlands. It is also recording high sales rates in major Asian supermarket chains such as Amazing Oriental and Oseyo in the UK. This year, vegetable Melona’s sales in Europe in the first half of the year were more than three times that of last year’s total sales.

In the future, Binggrae plans to accelerate its entry into the European market by expanding its lineup of plant-based ice cream locally. We plan to focus on expanding Melona sales by launching new products with various flavors tailored to local tastes and expanding export countries and store channels.

A Binggrae official said, “We will use this expo as an opportunity to make efforts to ensure that Merona is recognized as a global brand loved by people around the world.”